How Who Gives A Crap Achieved a 140% Sales Uplift with Leaflet Drop
A creative leaflet campaign that drove record-breaking sales for an eco-friendly toilet paper brand.
The Challenge
Who Gives A Crap, the eco-friendly toilet paper company that donates 50% of profits to build toilets in developing countries, wanted to accelerate their UK growth. Despite strong word-of-mouth and a loyal online following, they needed to break through to mainstream consumers who hadn\'t yet discovered the brand.
The challenge was twofold: they needed to drive immediate sales while also building long-term brand awareness among UK households. Their product — while excellent — required consumers to switch from established supermarket brands, meaning the marketing needed to be compelling enough to overcome switching inertia.
The Solution
Nationwide Reach
Leaflet Drop orchestrated a nationwide campaign distributing 500,000 leaflets across major UK cities over 6 weeks. The campaign targeted urban and suburban households with above-average environmental awareness.
Creative-Led Approach
The leaflet design leaned into Who Gives A Crap\'s playful brand personality with bold colours, witty copy, and a clear call-to-action featuring an exclusive discount code. The design stood out immediately on doormats.
Strategic Timing
The campaign was timed to coincide with a major sustainability awareness month, amplifying the message and aligning with heightened consumer interest in eco-friendly products.
“140% sales uplift — that\'s the kind of result that makes you rethink your entire marketing strategy. Leaflet Drop delivered something truly special. The targeting was spot-on and the results exceeded every benchmark we had.”
The Results
The results were extraordinary. Who Gives A Crap saw a 140% uplift in sales during the campaign period, with the leaflet channel outperforming every other marketing channel running simultaneously. Website traffic from targeted areas increased by 85%, and 4,500 new subscribers signed up for recurring deliveries.
The campaign demonstrated that physical marketing materials can drive digital conversions at scale. The playful, on-brand leaflet design achieved a 6.1% response rate — more than 4x the industry average — proving that creative excellence combined with precise targeting delivers exceptional results.
Key Highlights
- 140% sales uplift during campaign period
- 500,000 leaflets distributed nationwide
- 85% increase in website traffic from target areas
- 4,500 new recurring delivery subscribers
Frequently Asked Questions
The combination of precise demographic targeting, creative leaflet design that matched the brand\'s playful personality, and strategic timing during sustainability awareness month created a perfect storm for conversion. The exclusive discount code also provided a strong incentive for first-time buyers.
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